Dubai, UAE – The Middle East’s hospitality sector is entering a new phase of growth, with sustained tourism investment, evolving traveller preferences and rapid technological innovation driving a renewed focus on resilience and experience-led business models.

These trends will take centre stage at Arabian Travel Market (ATM) 2026, which will take place at the Dubai World Trade Centre from 14–17 September under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology.” The event will bring together hospitality leaders, tourism authorities and technology innovators to examine how the industry is adapting to changing consumer behaviour while strengthening its long-term competitiveness.

According to Haitham Mattar, Managing Director, India, Middle East & Africa, IHG Hotels & Resorts, continued investment in tourism across the region is reinforcing confidence in the sector.

“We’re extremely confident about the Middle East. It’s one of the fastest-growing tourism regions around the world,” Mattar said. He pointed to ongoing investment in tourism across the UAE, Saudi Arabia and Egypt, describing these initiatives as long-term commitments that are strengthening confidence in the region’s people, owners, products and brands.

As governments continue to expand tourism infrastructure and diversify destination offerings, hotel operators are increasingly developing business models designed to remain resilient and adaptable. At the same time, changing traveller behaviour is transforming competition within the sector, with greater emphasis being placed on personalised experiences, wellness, gastronomy, culture and lifestyle-led offerings.

Mattar highlighted the sector’s ability to withstand market challenges, saying: “The hospitality industry in the region is resilient, and we are confident it will bounce back.”

However, the industry’s focus is increasingly moving beyond recovery. According to Mattar, the next phase will be defined by the ability of hotels to respond to a new generation of travellers who are seeking experiences rather than accommodation alone.

“No two travellers are the same. People are no longer simply looking for a room; they’re looking for experiences,” he said, highlighting gastronomy, outdoor adventure, wellness, culture and heritage as increasingly important travel motivators. Hotels, he added, are responding by becoming more deeply involved in creating and recommending authentic and meaningful experiences for their guests.

Hospitality’s Next Phase of Commercial Reinvention

These developments will be explored throughout ATM 2026’s conference programme. On the Global Stage, the session “Does the Hospitality Industry Need Reinventing?” will examine how hotel operators are navigating a new period of commercial recalibration.

The discussion will explore strategies including asset repositioning, wellness, branded residences, mixed-use developments and experience-led programming as operators seek to build resilience and generate long-term value. Amir Golbarg, Chief Operating Officer at Minor Hotels, will join the discussion, which will also examine changing investment priorities and the commercial strategies expected to shape the future of hospitality.

On the Future Stage, the session “Decoding Hospitality Growth – What Do Today’s Travellers Want?” will focus on the changing needs of today’s increasingly diverse and multi-motivated traveller.

The panel will feature Hala Matar Choufany, President MEA & South Asia, HVS; Justin Reid, Senior Director of Global Partnerships, Tripadvisor; Jad Shamseddin, Chief Operating Officer, Aleph Hospitality; and Sarah Duignan, Director, Client Relationships, STR. The discussion will examine how hotels can create more personalised experiences that bring together wellness, culture, connection and value.

Together with the Experience Hub, the conference programme will offer industry stakeholders insights into how innovation, collaboration and long-term planning are shaping the next chapter of global tourism.

Danielle Curtis, Regional Portfolio Director – UAE, RX Global, said the themes reflect some of the most significant developments currently shaping hospitality worldwide.

“Across the Middle East, investment continues to accelerate while traveller expectations are becoming increasingly experience-led, personalised and wellness-focused,” Curtis said. “Through a range of dedicated sessions, ATM provides a platform for the industry’s leading voices to explore these changes, share practical strategies and build the partnerships that will drive the future of hospitality.”

Global Hospitality Brands and Technology Take Centre Stage

ATM 2026 will feature leading international and regional hospitality brands, including IHG Hotels & Resorts, Accor, Minor Hotels, Rotana, Hilton, Jumeirah, Mandarin Oriental, Four Seasons Hotels & Resorts, Rixos Hotels and Sofitel, alongside tourism destinations, government authorities and hospitality technology providers from around the world.

Technology will also play a central role through ATM Travel Tech, the co-located event dedicated to innovations transforming the guest journey. Technologies ranging from AI-powered personalisation and predictive guest services to robotics, immersive experiences and smart hospitality solutions will demonstrate how digital innovation is helping hotels deliver more seamless and personalised stays while improving operational efficiency.

With global hospitality leaders, technology innovators and tourism decision-makers gathering in Dubai, ATM 2026 will provide a platform for the industry to assess how resilience, innovation and changing guest expectations are redefining hospitality in the Middle East and shaping its future on the global stage.